The COVID-19 pandemic has negatively impacted 82% of all small businesses in the country. With so many new restrictions imposed on them during a public health crisis, how can a growing brand best use its resources?
The post-pandemic era will call for the introduction as well as the increased usage of many innovative marketing strategies. The companies that accommodate these trends with their vision to form their marketing strategies will present a cost-effective and refined approach to the digital space.
1. Voice searching
50% of all interactions are predicted to be initiated with voice-activation on the Internet within a few years. ‘Voice commerce’ brings with a complete overhaul of digital strategizing for establishing oneself in the market. For example, ‘Find XYZ near me’ searches are much more common with vocal commands as compared to written searches. So, Search Engine Optimisation needs to be attuned to these new trends for maximising one’s digital presence.
2. Video-centric campaigns
72% of businesses have recorded an increase in sales as a result of pushing video-centric campaigns onto their social media pages. This plays into the Gen Z fascination with audio-visual engagement on every platform. Concise and impactful video content is the easiest to engage with on social media, and the most effective tool for breaking down the USP of a product or a service.
3. Personalised marketing
The new philosophy of advertising is to place customers at the heart of a ‘journey’, rather than pursuing a traditional campaign. This means that the experience of a customer will largely be defined by how personalised it is.
Artificial intelligence is available on most prominent platforms as an alternative to cookies nowadays. AI-generated content is thus widespread, and is a more appealing mode of advertising because of its ability to hit on a customised set of pain points for each consumer.
4. Chatbots and customer service
With the migration of most consumers to digital platforms, traditional avenues of marketing such as door-to-door sales might seem outdated, especially in the COVID-19 era. However, the appeal of a personal relationship remains irreplaceable – and conversational advertising remains as effective as ever.
Chatbots save up to 30% of cost in providing customer service, while also saving company time by automating the responses of to up to 80% of routine questions asked by consumers. They are a cost-effective mode of communication on a large scale, which also maintains the brand loyalty of customers in oversaturated industries.
5. Augmented reality
The integration of AR and VR with a brand’s user interface is going to become invaluable in the days to come. The mobile AR market size in 2021 is a whopping $8.9 billion – and there is a reason for it. Pulling up one’s phone to sample the compatibility of products with one’s lifestyle right at home – such as with furniture and prescription glasses – is going to turn into a viable alternative to physical trips to stores and warehouses in the pandemic era.
Prudent investment, a willingness to innovate and forward-thinking marketing strategies are going to be more essential than ever for growing one’s business in the post-pandemic era.
